Dallas-based Southwest Airlines' "wide-ranging
marketing deal" with the NHL and the networks that carry its
games "is only the latest sports sponsorship for Southwest,"
which "more than any other airline, makes sports a pillar of
its brand-building," according to David Goetzl of AD AGE.
Southwest Senior Manager for Sports & Licensing Christy
Hall: "Generally, people are passionate about sports, and we
hope they transform some of that passion to us because we're
associated with something they love." Southwest execs feel
the NHL "link may provide a better way" than the company's
NFL affiliation "to reach male business travelers." Seven
of Southwest's top ten markets have NHL teams, and an
eighth, Las Vegas, "is seeking a franchise." Southwest has
been "looking to grow in the Northeast, where hockey
traditionally has been a passion." The airline may also
look to "curry favor in the community," as it is in talks
with the Sabres about a local agreement (AD AGE, 8/28).
BUNDLING OF RIGHTS: The SPORTSBUSINESS JOURNAL's Andy
Bernstein writes that Southwest's NHL deal "marks the first
time the league has ever bundled a sponsorship with a media
package" on ABC and ESPN, "though most of the league's major
sponsors buy" commercial time on national NHL broadcasts.
NHLE VP/Corporate Marketing Andrew Judelson: "It's a
strategy that we hope to take forward if it makes sense for
all parties, but ultimately the marketplace and the partner
will determine that" (SPORTSBUSINESS JOURNAL, 8/28 issue).
